Late last week, Alex Bogusky was elevated from CD of Crispin Porter + Bogusky to “Chief Creative Insurgent“ of the ad agency’s parent company MDC Partners.

Hmmm.

Since, by definition, an insurgent is a rebel who revolts against authority or acts contrary to the policies of their organization, Bogusky has his work cut out for him. He’s fighting against “The Man” while simultaneously being “The Man“. That’s tough work.

While I typically despise jargon-ish job titles that have no meaning, the big idea behind this insurgent idea is right on target.

Every organization should have an “insurgent” that provides a contrarian point-of-view for the group. There needs to be someone to stand up and challenge the “that’s the way we’ve always done it” mantra.

The trouble is that most businesses quickly get rid of…or chase off their insurgents. There’s less chaos in the organization when everyone colors inside the lines. There’s also less opportunity for new growth and the ability to react / evolve to a world and market that’s changing faster everyday.

And insurgents have a rough life. They’re usually hated by fellow members and leaders of the group.

Maybe this CP+B move is smart. Maybe having “The Man” be the insurgent is the answer. If anyone can pull it off, Bogusky can.